Kaizen has three steps: First, create a standard. Second, follow it. Third, find a better way. Repeat endlessly. Trying to improve and innovate without a standard as reference is like a journey with no starting point. It’s like hitting golf balls in the fog.

Over the years many companies have asked me “How can we be more successful with web analytics?” to which I invariably respond “Determine where you are today, establish goals for improvement, and iterate until you achieve your goals.” Generating and distributing the “right” reports is the key–creating a common understanding of where the business is today, and where the business needs to go tomorrow.

Sounds reasonable, doesn’t it? Innovation through iteration. Don’t “swing for the fences” or get too clever if you can avoid it; rather, implement a functional process that allows you to move from point “A” to point “B” systematically. Often times folks are surprised that the simple solutions are also the right solutions.

Eric T. Peterson is author of Web Analytics Demystified, Web Site Measurement Hacks and The Big Book of Key Performance Indicators and a long-time member of the web analytics community. He frequently presents on web analytics and is often cited in articles about digital measurement. In the past Mr. Peterson has worked with well-known brands like Microsoft, HP, Cisco, Best Buy, Disney, LEGO, CBS and CBS News, and ESPN. More recently, Mr. Peterson has founded The Analysis Exchange, a completely new way to gain experience with digital measurement.
As an employee of Analytics Demystified Eric is a member of the Digital Analytics Association (DAA), an Adobe Business Partner, and a Google Analytics Certified Partner.